Price presentation
There are many ways to present prices. Usability expert, Kristoffer Bohmann, counts ten variations in communicating prices to retail consumers ranging from the basic ‘$10’, through ‘Price $10 (45 percent off)’ to the complex ‘Retail price $18.00. Our price $10.00’.
Consider the following thoughts on price presentation:
| Presentation | Desired customer perception | |
| €20 | Simply a functional communication of a regular price | |
| €19.99 | Here is a deal or a bargain | |
| Sale: only €20 | I can get this at sale price | |
| Price €20: you save €5 | I can save money here | |
| Was €25, now €20 | The price has come down | |
| €20 (25 percent off) | This is a big discount | |
| Our price €20 | This price is lower than competitors | |
| €20: rebate €5 | I had better buy today before the rebate ends |
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